Bain & Company has appointed Nicolas Willemot as global head of its Consumer Products practice, elevating the longtime partner to lead the firm’s work with consumer goods companies facing shifting consumer expectations and accelerating technology change. And Bain has appointed partner Aaron Cheris as global head of its Retail practice, a leadership change the firm said is aimed at strengthening its work with retailers as advances in generative and “agentic” AI reshape shopping behavior and retail economics.
Nicolas Willemot
Nicolas’ appointment, announced Monday, positions Willemot to guide Bain’s global efforts to help consumer products clients drive growth, expand digital and AI adoption, and modernize operating models as companies recalibrate strategies for a more volatile and competitive environment.
Willemot said the sector is at an inflection point where innovation will shape the next wave of growth, and that Bain aims to support clients by combining deep industry expertise with advisory capabilities spanning strategy, technology, and transformation.
Bain’s Consumer Products practice works with companies across food, beverage, personal care, and household products, with an emphasis on accelerating innovation, improving performance, and building consumer trust while integrating sustainability and technology priorities into operating agendas.
Willemot is managing partner of Bain’s Amsterdam and Brussels offices and has been with the firm since 2006. Bain said he has led growth and value-creation initiatives for consumer products companies across North America, Europe, the Middle East, and the Asia Pacific. He holds an M.S. in mechanical engineering from Ghent University and a master’s degree in general management from Vlerick Business School.
He succeeds Richard Webster, who has led Bain’s global Consumer Products practice since 2022. Bain credited Webster’s tenure with delivering results for clients navigating disruptions, including inflation, supply chain challenges, and rising environmental pressures.
Aaron Cheris
The firm said Cheris will lead Bain’s efforts to help retail clients adopt AI-driven solutions to respond to shifting consumer expectations and competitive disruption across subsectors. Bain framed the appointment as part of its broader commitment to advising retailers on technology-enabled transformation at scale.
In the role, Cheris will focus on expanding Bain’s use of proprietary analytics, software platforms, and customer insights to help clients make decisions around data, technology, and shopper trends. Bain also said he will emphasize “commercial discipline” within the practice, including pipeline management and the development of repeatable offerings.
Cheris is based in San Francisco and is a partner in Bain’s Retail, Private Equity, and Customer Strategy & Marketing practices. He previously led the firm’s Americas Retail practice and its Customer Strategy & Marketing practice.
Bain said Cheris’ client work spans retail subsectors and includes corporate and brand strategy, new concept development, omnichannel strategy, localization, customer segmentation, loyalty and rewards programs, development and real estate strategy, organization and operating model design, and private equity due diligence.
Cheris succeeds Marc-André Kamel, who has led Bain’s global Retail practice since 2018. Bain said Kamel guided the practice through the Covid-19 period and a stretch of industry change characterized by traditional retailers competing with digital challengers amid evolving technology and sustainability priorities. Cheris has asked Kamel to continue supporting the practice’s growth as chairman.
KEY QUOTES:
“Aaron is an inspirational client leader with a finger on the pulse of AI innovation. His global mindset and wealth of experience across retail subsectors are invaluable to our mission of advising retail clients on delivering transformative technology solutions at scale. Under Aaron’s leadership, the Retail practice will continue to guide clients through industry disruption from AI while maintaining a full-potential mindset.”
“Nicolas is a deeply trusted client leader who combines commercial rigor and intellectual strength with a forward-looking view of technology and consumer behavior.”
Laura Miles, Chief Client Officer and Global Head of Industries, Bain & Company
“I am honored with this appointment and energized to partner with our global team as we help retailers embrace this new era of AI head-on. Our team has a proven track record of delivering measurable results for our clients, from increased sales and reduced costs to improved customer experiences, high impact innovation, and superior shareholder value.”
Aaron Cheris, Global Head of Retail, Bain & Company
“The consumer products industry is entering a defining moment, one where innovation will shape the next wave of growth.”
Nicolas Willemot, Global Head, Consumer Products Practice, Bain & Company
